Authors
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Eva Breva-Franch
Universitat Jaume I
Author
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Fernando Olivares-Delgado
Universidad de Alicante
Author
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M. Teresa Benlloch-Osuna
Universitat Jaume I
Author
Keywords:
city, environment, exclusive outdoor advertising firms, inclusion, management, outdoor advertising, sustainability
Abstract
Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.
Author Biographies
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Eva Breva-Franch, Universitat Jaume I
Eva Breva-Franch graduated in Information Sciences (advertising branch) from the Universitat Autónoma de Barcelona in 1992 and gained a PhD. in Business and Institutional Communication from the Universitat Jaume I in Castelló, Spain. She is currently a lecturer at the Universitat Jaume I in Castellón. Her research highlights are carried out under researched topics such as outdoor advertising and media planning, which are the main pillars of her research path. She has published papers in journals, several book chapters and has also delivered several papers at congresses, including international ones.
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Fernando Olivares-Delgado, Universidad de Alicante
Fernando Olivares-Delgado has been a lecturer of Global Communication and Corporate Image at the Department of Communication and Social Psychology of the University of Alicante (Spain) since 1995. He has participated in numerous European and national ministerial research projects and has directed various consulting contracts and scientific-technical transfer with companies. He has directed 4 doctoral theses (maximum qualification) and 45 MFP on the topics of business intangibles, reputation, brand and corporate communication. He has published his works in cooperation with international Q1 publishers such as Taylor & Francis, Springer, Elsevier, IGI Global, Thomson Reuters and Pearson (London).
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M. Teresa Benlloch-Osuna, Universitat Jaume I
M. Teresa Benlloch-Osuna holds a PhD. in Communication Sciences. She also has a Bachelor’s degree in Business Administration. She is a Professor at Jaume I University in Spain and an active member of Association for the Development of Communication – ADComunica – and partner of the Observatory of Brands (Brazil). She has published the results of her communication research in national and international scientific journals and has directed theses and research projects about intangibles management, corporate communication, financial communication, creative industries or place branding
